Digiday and OpenX fielded a study among industry insiders to understand the current state and future trends of programmatic premium. During this session, we’ll share the results of the study and you'll discover how committed publishers and buyers are to engaging in programmatic trade, the challenges that need to be addressed and plans for continued investment in the year ahead.
Presenter: Qasim Saifee, general manager, OpenX Market
Programatic Media Buying - Introduction by Aum JanakiramAum Jankakiram
When you need to advertise on channels beyond Adwrds and Facebook exchange. You need to use Google DoubleClick or Adobe Advertising Cloud to reach a wider audience with more flexibility.
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What is needed to make successful a sales organization and to empower sales people to not just be good, but great? Brian Decker of Mindshare will revisit his session from last year's Exchange Summit entitled "Programmatic: It's Not Really About Cheap Media" to address the line of questioning by the audience after his presentation, which focused on the sales ecosystem surrounding automated advertising.
PROGRAMMATIC FOR PUBLISHERS
An Insider’s Guide to Leveraging Technology to Increase Ad Inventory Value and Profitability
NTRODUCTION: WHAT IS PROGRAMMATIC?
Just like traditional media, digital media began with a similar buying process of negotiating with a publisher’s account executives on
CPM rates/impressions and signing off on an insertion order.
Using Content Analytics To Amplify The “Voice of the Customer”G3 Communications
Best-in-class Content Analytics provides an advanced search and analytics platform that enables better decision-making from the enterprise content, regardless of the source or format. Using Content Analytics, retailers can understand the meaning and context of human language. By rapidly processing information, Content Analytics allows organizations to improve knowledge-driven search and surface new insights from enterprise content.
IBM’s Content Analytics uses the same Natural Language Processing (NLP) technologies as IBM Watson DeepQA, the world’s most advanced question-answering machine. This webinar will explain how companies can apply IBM Content Analytics to customer email, call center logs, chats, correspondence and other forms of text and “unstructured” content to obtain a more detailed and accurate understanding of customers, products, market segments and competitors.
A look at a perspective on how mobility can impact retail beyond current efforts and do for retail what ecommerce promised but didn't deliver upon. Presented at the Heartland Mobile Council Mobile University conference by 5th Finger CEO Patrick Collins 4/28/10.
DataXu_Pointroll AdMythbuster Webinar - September 2011DataXu1
Digital marketing is evolving at lightning speed, resulting in a plethora of questions, myths, and preconceived notions across the ecosystem. One of the biggest questions: Can brands reach their audiences at scale with engaging rich media ads on exchange-traded inventory?
Adrian Tompsett of DataXu and Adam Carroll of PointRoll teamed up to answer the big questions and extinguish common myths once and for all. The myths busted during the webinar included:
Myth: Expandables can’t run on exchange-traded media
Myth: Exchange-traded media works best for direct-response advertisers – not for brand advertisers
Myth: Campaign performance is best measured through CPA and CTR
Myth: One size creative fits all
FACT: Expandables have outperformed their static counterparts by an average of 40-50%, and in some cases as much as 120-180%
Data Integration and Marketing Attribution ROIVENUE™
Microsoft and ROIVENUE™ have teamed up to provide a glimpse into the benefits of integrating all your marketing data. All about the latest advancements in data management powered by Azure and how ROIVENUE™ helps marketers identify where to best allocate their digital spend with our Marketing Attribution models and Budget Optimizer™.
DPS: Cocktails and Conversation with Neil Chase and Todd Sawicki Digiday
Neil Chase and Todd Sawicki will moderate this interactive session in which they discuss with attendees the five pain points publishers face today.
Moderators: Neil Chase, former svp, editorial, Federated Media @chaseneil
Todd Sawicki, former CRO, Cheezburger @sawickipedia
DPS: Adap.tv Presents: Private Video Marketplaces – The New Gateway to Ad Bud...Digiday
Today’s video buyers want efficiency, transparency and control, and they’re finding it in automated environments that offer audience targeting and performance optimization. Meanwhile, publishers are often left on the sidelines as this money migrates toward channels unavailable to their direct sales team. But are public exchanges the only way for sellers to get a slice of the programmatic buying action? Join Henk Van Niekerk, vp business development for the Adap.tv platform, and discover how private video ad marketplaces are enabling sellers to win more agency dollars through their own private ecosystems.
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Hearst CTO Philip Wiser calls himself a "startup guy in a suit and tie." In this session, learn how to bring an entrepreneurial approach to a major corporation. Hint: It’s not about just about blowing everything up and doing it agile.
Presenter: Philip Wiser, svp, CTO, Hearst @philwiser
Programatic Media Buying - Introduction by Aum JanakiramAum Jankakiram
When you need to advertise on channels beyond Adwrds and Facebook exchange. You need to use Google DoubleClick or Adobe Advertising Cloud to reach a wider audience with more flexibility.
The Programmatic Sales Ecosystem: The Good, The Bad and The UglyDigiday
What is needed to make successful a sales organization and to empower sales people to not just be good, but great? Brian Decker of Mindshare will revisit his session from last year's Exchange Summit entitled "Programmatic: It's Not Really About Cheap Media" to address the line of questioning by the audience after his presentation, which focused on the sales ecosystem surrounding automated advertising.
PROGRAMMATIC FOR PUBLISHERS
An Insider’s Guide to Leveraging Technology to Increase Ad Inventory Value and Profitability
NTRODUCTION: WHAT IS PROGRAMMATIC?
Just like traditional media, digital media began with a similar buying process of negotiating with a publisher’s account executives on
CPM rates/impressions and signing off on an insertion order.
Using Content Analytics To Amplify The “Voice of the Customer”G3 Communications
Best-in-class Content Analytics provides an advanced search and analytics platform that enables better decision-making from the enterprise content, regardless of the source or format. Using Content Analytics, retailers can understand the meaning and context of human language. By rapidly processing information, Content Analytics allows organizations to improve knowledge-driven search and surface new insights from enterprise content.
IBM’s Content Analytics uses the same Natural Language Processing (NLP) technologies as IBM Watson DeepQA, the world’s most advanced question-answering machine. This webinar will explain how companies can apply IBM Content Analytics to customer email, call center logs, chats, correspondence and other forms of text and “unstructured” content to obtain a more detailed and accurate understanding of customers, products, market segments and competitors.
A look at a perspective on how mobility can impact retail beyond current efforts and do for retail what ecommerce promised but didn't deliver upon. Presented at the Heartland Mobile Council Mobile University conference by 5th Finger CEO Patrick Collins 4/28/10.
DataXu_Pointroll AdMythbuster Webinar - September 2011DataXu1
Digital marketing is evolving at lightning speed, resulting in a plethora of questions, myths, and preconceived notions across the ecosystem. One of the biggest questions: Can brands reach their audiences at scale with engaging rich media ads on exchange-traded inventory?
Adrian Tompsett of DataXu and Adam Carroll of PointRoll teamed up to answer the big questions and extinguish common myths once and for all. The myths busted during the webinar included:
Myth: Expandables can’t run on exchange-traded media
Myth: Exchange-traded media works best for direct-response advertisers – not for brand advertisers
Myth: Campaign performance is best measured through CPA and CTR
Myth: One size creative fits all
FACT: Expandables have outperformed their static counterparts by an average of 40-50%, and in some cases as much as 120-180%
Data Integration and Marketing Attribution ROIVENUE™
Microsoft and ROIVENUE™ have teamed up to provide a glimpse into the benefits of integrating all your marketing data. All about the latest advancements in data management powered by Azure and how ROIVENUE™ helps marketers identify where to best allocate their digital spend with our Marketing Attribution models and Budget Optimizer™.
DPS: Cocktails and Conversation with Neil Chase and Todd Sawicki Digiday
Neil Chase and Todd Sawicki will moderate this interactive session in which they discuss with attendees the five pain points publishers face today.
Moderators: Neil Chase, former svp, editorial, Federated Media @chaseneil
Todd Sawicki, former CRO, Cheezburger @sawickipedia
DPS: Adap.tv Presents: Private Video Marketplaces – The New Gateway to Ad Bud...Digiday
Today’s video buyers want efficiency, transparency and control, and they’re finding it in automated environments that offer audience targeting and performance optimization. Meanwhile, publishers are often left on the sidelines as this money migrates toward channels unavailable to their direct sales team. But are public exchanges the only way for sellers to get a slice of the programmatic buying action? Join Henk Van Niekerk, vp business development for the Adap.tv platform, and discover how private video ad marketplaces are enabling sellers to win more agency dollars through their own private ecosystems.
Presenter: Henk van Niekerk, vp business development, Adap.tv @adaptv
Hearst CTO Philip Wiser calls himself a "startup guy in a suit and tie." In this session, learn how to bring an entrepreneurial approach to a major corporation. Hint: It’s not about just about blowing everything up and doing it agile.
Presenter: Philip Wiser, svp, CTO, Hearst @philwiser
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Presenter: John Winsor, chief innovation officer, Havas and CEO, Victors & Spoils @jtwinsor
Rethinking Brand Promises
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Presenter: Erich Marx, director, website and social media marketing, Nissan North America @emarxe
The disconnect and distrust between media and creative agencies can run deep, but R/GA's Michael Lowenstern regularly brings the two to the same table using the common language of data. In this session, he'll explore the benefits of using data within campaign creative.
Presenter: Michael Lowenstern, managing director, digital advertising, R/GA @earspasm
The Publishers Guide to Programmatic Media Buying and SellingGleanster Research
Programmatic direct demands that publishers take additional liberties to truly make their audience discoverable. You have to make it easier for brands to locate the audience they value. Only then can programmatic direct bidding deliver demand optimized pricing for publishers. Buyers will only demand higher prices if they know they can target audiences with programmatic direct as efficiently and effectively as they can with RTB on remnant inventory.
These are the results of a survey amongst more than 500 SaaS Company executives in Q4 2011 regarding the business metrics they use to run their business.
Webinar | How Public Relations contributes to bottom line sales goalsPressPage
This webinar discussed how comms-generated content enables your sales force to embrace social selling. Learn how to align content with the bottlenecks of your sales funnel and elevate your PR department from a cost center to a profit center.
We grade everything these days: restaurants, hotels, even attractiveness (Thanks, Tinder!). We regularly pass out awards to the top publishers, agencies and brands and shine a harsh light on the underperformers with aplomb. So why has it taken us so long to grade our programmatic partners, the players keeping our robust, automated transactions running day-in, day-out?
Over 600 professionals on both sides of the buy/sell divide had the chance to grade their partners across a number of areas – open markets, PMP and advance bidding/header bidding.
You’ll learn:
- How publishers and buyers grade their programmatic partners. What are the problem areas and what opportunities are there for improvement.
- How publishers and buyers view the effectiveness of private marketplaces. How do they each score their experiences and what strategies are working best·
- Why advance bidding/header bidding is emerging as a growing trend. What are the challenges and upside potential for publishers.
In response to strong interest from our readers, DemandGen Report and Genius.com will present a second installment of this live webinar, delving deeper into the findings of a recently released study exploring the purchase patterns of the next generation B2B Buyer.
"The Future of the Programmatic Forward Market" - Jeff Green, CEO of The Trad...TheTradeDesk
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ProgrammatiCon 2017 - Keynote: Programmatic - the next industry revolution fo...e-dialog GmbH
Programmatic is more than just buying and selling advertising; it is a technological force that is disrupting the very essence of traditional media buying, impacting every field from Channel Sales, Marketing, Finance and Analytics, Tech Stack and Adops to Product Development and Audience targeting. The sooner we understand the powerful tools we have at hand and the challenges that each one of these markets is experiencing, the sooner we can profit from its properties and use this industry revolution to our greater success.
DPS: SOTI, Presented by OpenX: Programmatic + Premium: Current Practices and Future Trends
1. 2013 State of the Industry
Programmatic + Premium
Current Practice & Future Trends
Digiday Publishing Summit, March 18, 2013
Qasim Saifee, SVP Monetization Platform
Todd Rosenberg, VP Monetization Platform
2. Methodology
Respondents
Digital Publishers 41% • Fielded Jan 25 - Feb 9, 2013
• Emailed to 35,000+ senior, digital media and
Media Buyers 31% marketing professionals
• 843 people in total responded – most ever!
Media Trader / Intermediary 28%
3. Publishers and Buyers Are in the Game
Percent Who Trade Ads Programmatically
Digital Publishers 71%
Media Buyers 71%
Q: Do you make your digital display advertising inventory available on either a public or private exchange?
Q: Do you purchase digital display advertising programmatically?
4. Majority of Publishers Saw Revenue Increase, Will Trade Even
More in the Year Ahead
Revenue: 12 Month Period Inventory: The Year Ahead
8% Down by 19%
21%
No Change
55%
58%
Up by 21%
Will rise 25%
37% 21%
No Change Will fall 19%
Q: How has programmatic selling affected your total Q: Given your experience with programmatic selling, how much more or less of
revenue in the last 12 months vs. the year your digital ad inventory do you anticipate will be sold programmatically in the
previous? coming year…?
5. Buyers Purchased More Because of Programmatic
77% of Buyers Spent More on RTB Year over Year
Substantially More 30%
Somewhat More 47%
No Change 18%
SomeWhat Less 4%
Substantially Less 1%
Q: How much more or less of your inventory are you acquiring via programmatic trading now vs. 12 months ago?
6. Does Programmatic Benefit Publishers and Buyers Equally?
Publishers Buyer
No 45% No 18%
Don't know 30% Don't know 44%
Yes 25% Yes 38%
In its current state, does programmatic selling benefit buyers and sellers equally? If
Q: no, who benefits more and why?
7. Does Programmatic Benefit Both Sides Equally?
If not (benefit equally), why not?
• “Benefits buyers more, because it allows them to use their 1st-party data to identify
valuable audience and buy it cheaply -- because the seller does not know the value.”
• “It benefits buyers. Not because it can't benefit sellers, but because sellers just haven't
figured out how to use it to their benefit yet…”
• “The sell side still doesn't have the insight, controls and automation to really optimize yield
and manage an integrated direct/indirect strategy.”
9. Publishers Are More Familiar with “Programmatic Premium”
Publishers Buyers
Yes
57% Yes 40%
No
43% No 60%
Q: Are you familiar with the term programmatic premium?
10. Publishers Define “Programmatic Premium”
“Buying top tier premium publisher inventory via programmatic means.”
“A way to buy premium inventory through automation instead of through
a salesperson and a scanned IO, etc.”
“Premium inventory sold within structured terms but bought
programmatically.”
“Programmatically bought inventory where there is no distinction in the
inventory from direct-sold, just in the manner in which it is executed.”
Q: If you are familiar with programmatic premium, how would you define it?
11. Buyers Define “Programmatic Premium”
“Ability to buy „premium‟ inventory (i.e. guaranteed, rich, by specific
position and run date) via an exchange.”
"No longer needing insertion orders to obtain premium inventory
from publishers. Usually a set floor price or minimum number of
quality impressions to buy in a month.”
"Defining audiences and objectives then system matches premium
publishers who can get to those audiences.”
Q: If you are familiar with programmatic premium, how would you define it?
12. OpenX Defines “Programmatic Premium”
Direct relationships between buyers and sellers facilitated through
programmatic (automated) means. The two programmatic elements are:
- Automated discovery, negotiation and workflow.
- Buyer-defined rules governs the inventory that‟s purchased.
„Premium‟ is in the eye of the beholder.
13. To Contribute More Premium Inventory, Publishers Want
Control Over Pricing, Relationships
Control CPM/Pricing 75%
Maintain Direct Relationships 67%
Control Ad Quality/Brand Safety 66%
Set Different Terms For Buyers 54%
Predictable Volume/Revenue Guarantees 54%
White List Buyers 47%
Maintain Data Security 47%
None of the Above 4%
Q: What would lead you to sell more premium inventory programmatically?
14. Buyers Want More Data and New Inventory
More Data to Inform Bids 68%
Exposure to Inventory Not Currently Available 67%
Preferred Access to Inventory ("First Look") 57%
Maintain or Expand Direct Buying Relationships 39%
More Easily Negotiate Direct Buys 29%
Q: What would lead you to buy more premium inventory programmatically?
15. “Programmatic” Trading of Premium Emerges
Publishers Buyers
Remnant Only 57% Remnant Only 12%
Both Premium & Remnant 35% Both Premium & Remnant 55%
No Distinction 6% No Distinction 16%
Premium Only 3% Premium Only 18%
Q: What types of inventory do you make available via programmatic selling?
Q: What types of inventory do you purchase via programmatic buying?
16. Pain Points that Programmatic Premium Can Solve
Insertion order workflow 68%
Billing/Reconciliation 60%
Optimization 59%
Trafficking 52%
Price Negotiation 36%
Ad quality review 25%
None of the above 6%
Q: What elements of the traditional direct sales process do you think can be replaced
programmatically?
18. Programmatic Requires the Right Platform
Does your ad server integrate If no, will you convert within the next If yes, are you more or less likely to
exchange capabilities? 12 months? engage in programmatic selling?
Yes 81% Highly likely 35% More likely 62%
Somewhat likely 35% No impact 33%
No 19%
Not at all likely 29% Less likely 5%
Do you use an ad server…that has exchange capabilities integrated into the platform? If you answered “yes” are you more
Q: or less likely to engage…? If you answered “no” how likely are you to convert to an ad sever that accommodates
programmatic…?
19. Top Ad Tech Requirements for Publishers
Yield optimization 88%
Reporting Insights 87%
Set price floors by buyer or segment 79%
Transact directly w/terms 76%
Manage guaranteed and non-guaranteed 74%
Content optimization 73%
Sell inventory in real-time markets 68%
Overlay audience data 67%
Screen out certain buyers 58%
Q: When selecting an ad technology solution, which of the following are more important to you?
20. Conclusions
• Programmatic trading is growing fast…but most publishers think it benefits
buyers more
• Significant levels of premium inventory now traded programmatically
• To continue to grow, programmatic needs to evolve to provide more controls
to publishers, and more quality inventory for buyers
• Publishers need to adopt the right ad technology platform to tap into growing
revenue from programmatic trading
21. 2013 State of the Industry
Programmatic + Premium
Current Practice & Future Trends
openx.com/insights/documentation
Editor's Notes
The debate continues between publishers and buyers about the relative advantages of “programmatic advertising.”Does the convenience and efficiency of an automated media marketplace outweigh any downsides? What’s the value of “premium content” when audiences may be dissociated from their media consuming habits online? What are the benefits of direct relationships between media buyers and sellers? Does programmatic trading benefit buyers and sellers equally? These are the questions Digiday and OpenX tackled in the State of the Industry Survey, Programmatic+Premium: Current Practice and Future trends.Today, we’ll present some of the excerpts from the study.
The survey was fielded from January 25 through February 9, 2013, emailed to over 35,000 senior, digital media and marketing professionals. 843 people in total responded41% were publishers31% were media buyers (the majority (78%) of which were agencies) and28% were intermediaries (DSPs, SSPs, etc.)Given our time today, we’re going to focus only on publisher and buyers who are currently engaged in programmatic trade.You’ll be able to get the complete results of the study from our website openx.com.
Our first question for publishers (do you put your inventory in an exchange) and buyers (do you purchase programmatically) was met with high interest: more than 800 of you participated. It’s interesting that there was complete parity among both publishers and sellers. 71 percent of BOTH said they had engaged in programmatic buying or selling. So the majority of buyers and sellers are in the game.
Because publishers saw an increase in revenue due to programmatic sales, they’ll place even more inventory in exchanges.When it comes to programmatic’s effect on publishers’ revenues, a bit over half said that it is UP an average of 21%. A mere 8% saw revenues shrink. Successful publishers – even those who are only moderately successful – will pursue success from programmatic, increasing inventory available to programmatic trading more or less in line with revenues. JAMES -- ADD STAT ABOUT OPENXMARKET GROWTH
Buyers are even more bullish.More than two-thirds of Buyers said they are acquiring more inventory via programmatic trading now vs. 12 months ago.
With the debate around the benefits of programmatic trade, we wanted to find out publisher’s and buyer’s perception about who benefits more. While 44% of buyersdo not know who benefits more, 45% of publishers do not see equal benefits. When asked who benefits more, 98% of the publishers said buyers.Of the 18% of buyers who don’t see buyers and sellers benefitting equally, opinions were split 50/50 as to whether publishers or buyers benefit more.
We can see from the open-ended questions that our respondents thinks buyers benefit more…read responses
Now, to the heart of our study…programmatic premium.
Because “programmatic premium” is a relatively new term to the market, we wanted to see if publishing and buying respondents are familiar with it.You can see that 57% of publishers are familiar with the term, but only 40% of buyers are familiar with programmatic premium.
For those publishers who were familiar with programmatic premium, we asked them how they would define it.You can see the responses vary widely…as an industry, we’re still working towards a common definition.
Buyers who were familiar with programmatic premium said…read responses
* RTB point connected with point two.Addingpublisher and buyer thoughts to our own at OpenX, here’s our definition of programmatic premium…read definition We encourage you to comment on this definition on Twitter at our hashtage# ___ so we can get a dialog going and develop a baseline understanding
While we’ve seen that publishers are already in the game, neither publishers nor buyers think that programmatic trading is perfect.If specific challenges were addressed, publishers reported that they would make even more premium inventory available for programmatic selling.With publishers, the top concerns around programmatic selling include controlling the CMP or price by advertiser or segmentmaintaining direct relationships with buyersAnd controlling ad quality and running brand safe ads
For buyers, the top 3 challenges that they would like to see addressed include:more data to inform their bidshaving exposure to inventory not currently available to themand a first look at inventory.With these challenges resolved, buyers reported that they would engage in even more programmatic premium trade.
Even with the challenges and concerns about programmatic premium, 35% of publishers reported that they already offer both premium and remnant inventory, with 6% making no distinction between the two.The majority of buyers (55%) report purchasing both premium and remnant inventory, with 18% specifying the purchase of premium inventory through programmatic channels and 16% making no distinction between the two types.Clearly the move toward trading inventory programmatically, regardless of whether or not it is defined as premium or remnant, is well underway.
If you recall our buyer definitions a few slides ago, there was some focus on no longer needing the insertion order process to buy media.Publishers are thinking about this as well with 68% reporting they will be able to replace the insertion order workflow. Other inefficiencies that they see programmatic helping include billing and reconciliation (60%), optimization (59%), and trafficking (52%).
Now, to the heart of our study…programmatic premium.
One of our respondents shared this thought with us about programmatic trading…“The sell side still doesn't have the insight, controls and automation to really optimize yield and manage an integrated direct/indirect strategy.” At OpenX, we think the best way for publishers to be successful with programmatic premium is to adopt the right technology. <<I recommend pointing out the obvious here>>You suspected there might be a pitch in here somewhere, didn’t you!We wanted to know if having an ad server with integrated ad exchange capabilities made a publisher more or less likely to engage in programmatic selling.Of those publishers who sell programmatically, the vast majority reported they use an ad server with integratedexchange capabilities. With this built-in capability, 62% of publishers report they are more likely to engage in programmatic selling.Of the publishers whose ad server does not have integrated capabilities, 70% report they’re likely to convert within the year.
When these publishers look to select an ad tech solution, the top two most important features are yield optimization (88%) and reporting insights (87%).
I know we’ve covered a lot of data today, so I wanted to leave you with our high-level take-aways from the study…<read summary>GO TO LAST BOARD AND LEAVE THAT UP DURING Q&A THE URL IS THERE
<<time check with event manager>>I see we have time for just a few questions…For a copy of the whitepaper, go to open.com/whitepaper/programmatic_premium